Bollywood influence on clothing selection of Indian consumers

IF 3.3 Q2 BUSINESS Journal of Global Fashion Marketing Pub Date : 2023-05-15 DOI:10.1080/20932685.2023.2197919

Tammy R. Kinley, Sanjukta A. Pookulangara, B. Josiam, D. Spears, Kirti Dutta

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Abstract

ABSTRACT The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.

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宝莱坞对印度消费者服装选择的影响

摘要本研究的目的是检验印度（宝莱坞）电影参与对居住在印度的印度消费者的时尚参与和购买行为的影响。具体而言，该研究考察了宝莱坞电影对印度消费者时尚购买和个人外表的影响。通过使用商场拦截技术在一个大城市的便利抽样，从1058名印度成年人中收集的调查数据发现，宝莱坞的参与度越高，与时尚的参与度普遍显著相关。更具体地说，宝莱坞的参与被发现会影响服装选择、服装购买和发型。男性参与者的影响更大。在顾客关注的拥挤空间中，这项研究的结果表明，宝莱坞电影可以成为一种强有力的宣传工具，超越公开的品牌定位，接触消费者。这项研究的参与者在大屏幕上找到了服装风格的灵感，同时也找到了一种满足文化压力的方法，即在采用受西方影响的生活方式的外观和隐含个性的同时，坚持传统服装。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.